Content Marketing: How to Convert Users into Customers with High-Quality Content [5 Reading Tips]

Content Marketing Reading Tips — Source: Pexels/Antoni Shkraba

Consumers today take notice of companies, brands and products primarily through their digital presence. They browse blogs for inspiration, google everyday services and search for gift ideas, recipes or travel destinations while on the go.

In order to attract and retain new customers, high-quality digital content is more important than ever before. It is important to present your company in an entertaining and informative way – over and over again. After all, competition for users’ attention is fierce.

Content Marketing Generates New Leads and Retains Existing Customers

Most people today are not so much looking for specific products online. Instead, they want information, advice and inspiration. Here, high-quality content is exactly the right starting point for you to stand out, helping you turn interested people into customers. Content marketing aims to provide users with personalised content. This way, you can not only attract customers, but also retain them in the long term.

Content marketing does not necessarily put the product in the spotlight. The focus is on added value for users, stories and information about the product and brand. According to statistics, content marketing generates about three times as many leads as traditional marketing.

Content Marketing Meets Shopping Experience

The next level, content commerce, merges content and shopping options. To achieve this, a content management system (CMS) is connected to an e-commerce solution. Product storytelling meets shopping experience. Both are linked as seamlessly as possible. The concept of content commerce can noticeably increase conversions and sales. In the B2C sector, it is already considered standard.

However, sales channels are also changing in the B2B segment. In B2B marketing, for example, nine out of ten respondents state that they already use content marketing. The trend is moving towards product-related content. It is intended to create added value for B2B users. Whether it is installation instructions or information on available spare parts: customers want access to it – anytime and anywhere.

Increasingly extensive and complex product portfolios must be displayed online and be available at various touchpoints at all times. Customers expect optimised content for mobile devices as well as high-quality images and videos – ideally in several languages.

In order to optimally distribute your content across all channels, you need proper content maintenance. This is where a CMS comes into play. It can be used to create, edit, manage, archive, publish and measure web content. A CMS also enables employees without any programming knowledge to generate content along the entire life cycle. Instead of working directly on your website’s code, you can enter your content in the back end using a CMS.